The Sr. Brand Marketing Manager will conduct and direct marketing analysis, strategy development, tactical execution and communications to drive sales, traffic and checks during key dayparts and across revenue centers, as assigned. Working with internal team members, key business partners (e.g. Finance, Ops, F&B, Off Premise, Guest relations) and external agencies, he/she will coordinate and manage the creation and implementation of marketing initiatives to meet company strategic goals.
KEY RESPONSIBILITIES
· Grow off premise first party and third-party business by driving the promotional calendar, orchestrating organic, paid & email demand generation, and merchandising the first and third party website
· Grow gift card sales online and in store by delivering seasonal campaigns and promotional offers that fall in line with the promotional calendar, while working closely with affiliate programs and agency partners to order, develop, and implement gift cards
· In concert with Sr Director of Digital, deliver brand messaging that supports paid demand generation
· Work closely with the Product Director on merchandising the website and Director of Field & Partnerships on in store marketing elements and other external projects
· Orchestrate brand creative and A/B testing for organic, paid, email and web channels in support of on premise and off premise by driving the marketing content calendar to ensure regular and relevant content distribution and production via internal design team and contractor creative
· Develop performance copy in support of A/B testing for organic, paid, email and web channels in support of on premise and off premise traffic and conversion
· Update & develop brand assets including brand style guide and brand ad campaign via internal design team and contractor creative
· Generate earned PR in support of the marketing and new store calendar
· Partner with other business unit leaders and maintain cross functional relationships
REQUIRED SKILLS AND EDUCATION
· Bachelor’s Degree from an accredited college or university in Marketing, Communications or Business
· A minimum of 5 years directly related and progressive experience
· Previous experience in the casual dining Industry; first party and third party off premise experience ideal
· Previous experience managing a restaurant brand including developing brand assets and advertising
· Expertise in copywriting manually and copy-editing AI generated copy
· Ability to thrive in a fast-paced environment, work independently, multi-task, prioritize and be detail oriented
· Exceptional written and verbal skills to communicate at all levels of the organization
Miller’s Ale House Restaurants
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